Published: 01 May 2023
Too often, CSOs defer demand generation analysis to marketers who may overly rely on volume-based metrics. To ultimately improve demand generation, use both leading and lagging metrics, along with industry benchmarks, to assess demand generation program effectiveness.
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When sales organizations focus on demand generation metrics, they often prioritize lagging metrics that focus on the volume of leads as opposed to those metrics that improve real-time actionability.
Commercial stakeholders — across sales, marketing and product teams — often have misaligned expectations with the intent and outcomes of demand generation programs.
Sales and marketing often struggle in partnership as they decide on the actions needed to optimize demand generation and increase pipeline contribution.
To improve effectiveness of demand generation efforts:
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